Event PR|3 Steps from a Calendar Item to a Full-Page Feature

Planning an event in the future? Before you write up another “just the facts” press release for your local paper [or an online audience], here’s some news for you. Events, especially benefits, can be b-o-r-i-n-g. Try taking these three steps and propel your event coverage beyond a calendar item into a full-page feature. Keep in mind, calendar item mentions are still desirable, especially in larger publications that may only offer this coverage option.

Three Steps from a Calendar Item to a Full-Page Feature

1. Sharpen Your Angle
What is the most newsworthy aspect about your event? Hint: it’s usually not the speaker line-up. Instead, focus on how your event solves problems, entertains, changes thinking or teaches something. Don’t make the reporter dig for the angle. Show it to them right up front in your headline and lead-in paragraph.

2. Strip Out the Details
When any cast of characters competes for attention, it’s hard to see who’s playing the lead. If you overload your release with too many details, the real story will be blurred or maybe even buried. Transfer the details into an event overview section. Then, link to a newsroom site or blog with speaker bios and images.

3. Quiz the Editor
Before you send out an event release, quiz the editors on what makes your event interesting to them. After walking the editor through the details, ask for their opinion on a few possible story angles. Send an email follow up with a release within a few hours after your call. Using their input, your once ho-hum release becomes the basis for their sizzling feature story.